Dig Safe Doug
Agency: Chess Club Agency
Meet Doug.
Doug is the friendly face of safe digging in Saskatchewan. More than just a mascot, he’s a relatable character who helps promote the importance of obtaining a line locate before starting any digging project. Through his approachable personality and engaging presence, Doug helps make safety accessible, memorable, and fun—encouraging everyone to dig safely and prevent accidental line hits.
Building a Mascot:
Doug was thoughtfully brought to life through a fully hand-drawn process, designed piece by piece to reflect the spirit of Saskatchewan. Each element, inspired by prairie fields, crops, and soil, was created to connect with the communities he represents. As a prairie dog mascot proudly equipped with proper PPE, Doug embodies the province’s character: hardworking, grounded, and community-minded. He champions the message of safe digging with authenticity and heart, making safety a shared value across Saskatchewan.
Enter Doug:
The campaign went all out, reaching every channel to share Doug’s message. A launch video kicked things off, introducing Doug as the go-to expert for safe digging, supported by targeted videos for contractors and DIY homeowners that reinforced the importance of getting a line locate. From billboards to online banners, the “Dig Safe, Dig Like Doug” message was impossible to miss. Strategic placements on platforms such as The Weather Network and The Score generated nearly 4 million impressions. No matter where you looked, Doug’s safety advice was front and center.
Post-launch, Doug starred in two more videos—one for contractors where he is the ultimate industry buddy and another for homeowners tackling DIY projects. Both ended with the campaign’s key message:
“Dig Safe, Dig Like Doug.” Simple, catchy, and Doug-approved!
Click here to watch the Doug commercial!
The Results:
4 million impressions hit between The Weather Network and The Score during the mid-campaign.
Website preference shifted to digsafesask.com, giving SaskEnergy better control and data.
Despite users spending an average of 20 seconds on digsafesask. com, they found the “request a line locate” button fast—mission accomplished!
The in-person event sparked key conversations, especially with newcomers and first-time homeowners, leaving attendees genuinely grateful.
Doug’s fan base grew so much that people even asked about buying Doug merch!